Following the scandals of the past year, the race to be the next president of Fifa is likely to be one brimming with dirty tricks and muckraking.

Enter PR chief Shimon Cohen - not as a contender - but working for a leading candidate.

Mr Cohen's firm, The PR Office, will represent Prince Ali of Jordan - the King's third son - who is preparing to take on Michel Platini for the top job in world football.

Cardiff City fan Mr Cohen has experience in the field - he worked for Real Madrid when they signed David Beckham 12 years ago.

The self-styled "spin-consultant" was supporting his new client at the Soccerex conference in Manchester this week.